A Comparative Content and Linguistic Analysis of Stakeholder Engagement Disclosure within the Fast Fashion Industry. The Whos and Whats of Website Communication

This study examines stakeholder engagement disclosures within the fast fashion industry, focusing on how Inditex and Gap Inc. communicate corporate social responsibility (CSR) through their websites. The fast fashion sector, often criticized for its environmental and social impact, relies on effective CSR communication to maintain public trust and credibility. Employing a corpus-based discourse analysis, the research investigates the main stakeholders addressed, key topics disclosed, and the linguistic features used to engage stakeholders. The analysis reveals a strategic use of first-person plural pronouns and inclusive language to emphasize organizational accountability, collaboration, and sustainability commitments. Both companies highlight topics such as ethical supply chains, community engagement, employee well-being, and environmental responsibility, with attention to diversity and transparency. By comparing the communication practices of European and U.S. fast fashion giants, this study highlights similarities and regional differences in their approach to CSR. The findings suggest that stakeholder engagement disclosures are carefully crafted to balance promotional goals with transparency, aiming to convince diverse stakeholder groups of the companies’ sustainable business practices. Future research could explore more brands and examine how stance and evaluation further shape corporate trustworthiness within this industry.